Abstract
This study examines the predictors of consumer choice of buying outlet using shoppers in Imo and Abia States. The predictors were modeled as outlet attributes, demographic attribute and product attribute. A sample size of 272 was used for the study while questionnaire served as the data collection instrument. Stated hypotheses were tested with multiple regression analysis in SPSS version 20. Findings revealed that the three predictors (product, outlet and demographic attributes) are significant predictors of choice of buying outlets by consumers. Further analysis however showed that parking space and price which are variables under outlet and product attributes respectively are not significant predictors of choice of shopping outlet. The study recommended among others that shop owners and managers should monitor closely the variables disclosed as significant predictors while striving to adopt the conceptual model of predictors presented in this work.
Highlights
The perplexity of the buying decisions and behaviours of consumers have remained a source of worry to marketers as such decisions and behaviours most times, are not accurately predicted by marketing organizations
With the recent changes in the Nigerian economy and general business/marketing environment; the evolving nature of retailing and its various firms; and the consequent competitiveness in the sector, consumers are faced with many challenges in determining their choice of shopping outlets
In order to make wise choices, consumers consider various factors ranging from outlet attributes, demographic attributes to product attributes
Summary
The perplexity of the buying decisions and behaviours of consumers have remained a source of worry to marketers as such decisions and behaviours most times, are not accurately predicted by marketing organizations These decisions and their relative behaviours are not just on the choice of product brands and on the choice of buying (retail) outlets (Jobber, 2009; Oghojafor & Nwagwu, 2013). Best and Covey (2001) outlined some evaluation criteria used by consumers to select an outlet These criteria include: image, advertising, location and size. Salfulla (2015) identified price, product quality, trust and experience as key factors, while Medna and Ward (1999) modeled price, purchase size and demographics as predictors of choice of buying outlet for beef. Chamhuri and Bertt (2014) identified price, product quality, product varieties, pleasant environment, convenience and good relationship as key drivers of outlet choice
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